{"id":65485,"date":"2021-02-23T13:02:05","date_gmt":"2021-02-23T13:02:05","guid":{"rendered":"http:\/\/rockcontent.com\/?p=65485"},"modified":"2023-05-16T16:50:18","modified_gmt":"2023-05-16T16:50:18","slug":"data-driven-marketing","status":"publish","type":"post","link":"https:\/\/rockcontent.com\/blog\/data-driven-marketing\/","title":{"rendered":"The Data-Driven Marketing Guide For 2022"},"content":{"rendered":"\n<p>In the world of <a href=\"https:\/\/rockcontent.com\/blog\/what-is-digital-marketing\/\" rel=\"noreferrer noopener\" target=\"_blank\">Digital Marketing<\/a>, one of the most important methods to have emerged over the last decade is <strong>data-driven marketing<\/strong>.<\/p>\n\n\n\n<p>This strategy allows brands to reach a target audience on a level that was unheard of before the internet changed the way in which we <a href=\"https:\/\/rockcontent.com\/blog\/data-collection\/\" rel=\"noreferrer noopener\" target=\"_blank\">collect and process data<\/a>.&nbsp;<\/p>\n\n\n\n<p>No doubt you&#8217;ve heard data mentioned in respect to marketing many times.<\/p>\n\n\n\n<p>Perhaps you&#8217;re intimidated by the many <a href=\"https:\/\/rockcontent.com\/blog\/first-second-third-party-data\/\" rel=\"noreferrer noopener\" target=\"_blank\">kinds of data<\/a> there are or are concerned as to how to integrate data into the more creative aspects of marketing.&nbsp;<\/p>\n\n\n\n<p>But the fact remains that after a decade of exponential growth, data-driven marketing is here to stay, and it can definitely help your company.<\/p>\n\n\n\n<p>So, let&#8217;s take a closer look at exactly what data-driven marketing is and examine how it can transform your marketing strategy. In this guide, we will cover the following in depth:<\/p>\n\n\n\n    <div class=\"rock-post-index\" id=\"rock-post-index\">\n        <ul class=\"rock-post-index__ul\" id=\"rock-post-index__ul\"><\/ul>\n    <\/div>\n\n\n\n        <div class=\"rock-convert-download\">\n        \n        <div class=\"rock-convert-download-container\">\n            <p class=\"rock-convert-download-container-title\">Download this post by entering your email below<\/p>\n            <form target=\"_blank\" action=\"https:\/\/rockcontent.com\/wp-admin\/admin-post.php\" method=\"post\" class=\"rock-convert-download-container-form\">\n                <input type=\"hidden\" name=\"action\" value=\"rock_convert_download_form\">\n                <input type=\"hidden\" name=\"convert_post_id\" value=\"65485\">\n                <input type=\"hidden\" name=\"convert_add_meta_nonce\" value=\"7b5bc4b983\" \/>\n                <input type=\"email\" required name=\"convert_email\" placeholder=\"Enter your email here\"\n                       class=\"rock-convert-download-container-form-email\">\n                <input type=\"submit\" value=\"Download\"\n                       class=\"rock-convert-download-container-form-btn\" \/>\n                <span class=\"rock-convert-download-container-form-help\">Do not worry, we do not spam.<\/span>\n            <\/form>\n            \n        <\/div> \n           \n        <\/div>\n\n\n\n<h2>What Is Data-Driven Marketing?<\/h2>\n\n\n\n<p>Put simply, data-driven marketing takes data gathered through customer interactions or <a href=\"https:\/\/rockcontent.com\/blog\/death-of-third-party-cookies\/\" rel=\"noreferrer noopener\" target=\"_blank\">acquired from a third party<\/a> and then uses that information to better understand who a customer is.<\/p>\n\n\n\n<p>This means learning about their preferences, motivations, and behaviors. This data is then used to guide media-buying decisions as well as creative messaging. Data-driven marketing can also point to overall trends.<\/p>\n\n\n\n<p>Data-driven marketing&#8217;s main purpose is to create greater marketing efficiency and to enhance the overall customer experience and, of course, achieve a better ROI on <a href=\"https:\/\/rockcontent.com\/blog\/digital-marketing-channels\/\" rel=\"noreferrer noopener\" target=\"_blank\">marketing channels<\/a>.&nbsp;<\/p>\n\n\n\n<p>The history of data-driven marketing actually pre-dates the internet. However, the technique grew to prominence with the rise of the internet, with modern day data-driven marketing beginning with <a href=\"https:\/\/rockcontent.com\/blog\/crm-tools\/\" rel=\"noreferrer noopener\" target=\"_blank\">customer relationship management software<\/a> (CRM).&nbsp;<\/p>\n\n\n\n<p>CRMs were what allowed brands to reach out directly to consumers with direct mailings. They&nbsp;made it possible for companies to target their messaging to specific <strong>segments&nbsp;<\/strong>of the population.<\/p>\n\n\n\n<p>This early form of data-driven marketing soon entered the world of Digital Marketing when Salesforce ingeniously placed a CRM in the cloud. This paved the way for <strong>sales and marketing automation<\/strong>.&nbsp;<\/p>\n\n\n\n<p>This method still made use of some segmentation in sorting customers, but the major contribution it made to data-driven marketing was in creating individual customer marketing profiles based on website and email interactions.<\/p>\n\n\n\n<p>This also led to&nbsp;<strong>programmatic advertising&nbsp;<\/strong>(the automatic buying and selling of online ads) being personalized.&nbsp;<\/p>\n\n\n\n<p>This innovative method of marketing, however, created a problem of its own: too much data. Thus, data management platforms (DMPs) were created to manage the influx of so much data.<\/p>\n\n\n\n<p>Now, with more tools than ever before to collect, sort and manage data, there is near limitless potential for personalizing marketing, a fact that few marketers are using to full&nbsp;advantage.&nbsp;<\/p>\n\n\n\n<p>Yet personalizing advertising is more important than ever. In a&nbsp;<a href=\"https:\/\/www.prnewswire.com\/news-releases\/more-than-three-quarters-of-consumers-say-personally-relevant-branded-content-increases-their-purchase-intent-finds-new-study-from-onespot-and-marketing-insider-group-300376444.html\" rel=\"noreferrer noopener\" target=\"_blank\">study<\/a> from five years ago, over 75% of consumers said that having content from brands that feels personally relevant positively impacts their choice to buy.<\/p>\n\n\n\n<p>In other words, brands can&#8217;t afford to keep ignoring the full potential of data-driven marketing, especially with <a href=\"https:\/\/www.forbes.com\/sites\/forbespr\/2015\/11\/03\/new-report-shows-data-driven-marketing-crucial-for-success-in-hyper-competitive-global-economy\/?sh=39512fc165dd\" rel=\"noreferrer noopener\" target=\"_blank\">64% of executives<\/a>&nbsp;agreeing&nbsp;that data-driven marketing is crucial to success.&nbsp;<\/p>\n\n\n\n<h2>Benefits of Data-Driven Marketing<\/h2>\n\n\n\n<h3>Know Where to Buy<\/h3>\n\n\n\n<p>It used to be that the most efficient\u00a0<a href=\"https:\/\/mediatool.com\/media-planning\" target=\"_blank\" rel=\"noreferrer noopener\">media planning<\/a> and buying required psychic skills. Algorithms and machine learning are now able to make programmatic buying as effective as possible.\u00a0\u00a0<\/p>\n\n\n\n<h3>Target the Right Audience<\/h3>\n\n\n\n<p>Data-driven marketing enables specific ad campaigns and messaging to be targeted&nbsp;to specific&nbsp;audiences and can even target specific individuals in <a href=\"https:\/\/rockcontent.com\/blog\/personalized-marketing\/\" rel=\"noreferrer noopener\" target=\"_blank\"><strong>personalized marketing<\/strong><\/a> based on a customer profile.&nbsp;<\/p>\n\n\n\n<h3>Create the Most Relevant Content<\/h3>\n\n\n\n<p>Data-driven marketing makes it possible to create content that is aimed at specific segments of the customer base.<\/p>\n\n\n\n<h3>Provide a Better Customer Experience<\/h3>\n\n\n\n<p>A good <a href=\"https:\/\/rockcontent.com\/blog\/customer-experience\/\" rel=\"noreferrer noopener\" target=\"_blank\">customer experience<\/a> will convert leads into sales and new customers into returning ones.&nbsp;<\/p>\n\n\n\n<h3>Take Advantage of a Multi-Channel Experience<\/h3>\n\n\n\n<p>The latest technology makes it so much easier to apply data to create a personalized experience across a wide variety of platforms.<\/p>\n\n\n\n<p>Reach your audience on their terms, going beyond direct emails to social media and beyond.&nbsp;<\/p>\n\n\n\n<h3>Make a Better Product<\/h3>\n\n\n\n<p>Companies can even use data to help improve a product based on customers&#8217; preferences and needs.&nbsp;<\/p>\n\n\n\n<h3>Increase the&nbsp;ROI<\/h3>\n\n\n\n<p>All of these benefits increase the <a href=\"https:\/\/rockcontent.com\/blog\/marketing-roi-importance\/\" rel=\"noreferrer noopener\" target=\"_blank\">marketing ROI<\/a> overall. It&#8217;s also&nbsp;important to note that failure to take full advantage of data-driven marketing means being left behind.&nbsp;<\/p>\n\n\n\n<h2>How to Implement a Data-Driven Strategy<\/h2>\n\n\n\n<p>Here are the six steps involved in implementing a data-driven strategy.<\/p>\n\n\n\n<h3>1. Analyze<\/h3>\n\n\n\n<p>Before you get started, it&#8217;s&nbsp;critical to decide precisely what your goals are with a data-driven marketing strategy. That will allow you to determine what kind of data you will need.<\/p>\n\n\n\n<p>To create individualized customer profiles, you will need consumer information, while if your goal is to better understand the <a href=\"https:\/\/rockcontent.com\/blog\/buyers-journey\/\" rel=\"noreferrer noopener\" target=\"_blank\">customer journey<\/a>, you will need to make attribution data your priority.&nbsp;<\/p>\n\n\n\n<p>Once you&#8217;ve established your goals, you can work with data scientists to find out what data is missing.&nbsp;<\/p>\n\n\n\n<p>Along with setting goals, also create key performance indicators (KPIs), so you can measure how effective you are at achieving your goals.&nbsp;<\/p>\n\n\n\n<h3>2. Automate<\/h3>\n\n\n\n<p>It can be difficult to fully integrate data-driven marketing into your existing practices. Make it easy by taking this opportunity for <a href=\"https:\/\/rockcontent.com\/blog\/marketing-automation-guide\/\" rel=\"noreferrer noopener\" target=\"_blank\">marketing automation<\/a>.<\/p>\n\n\n\n<h3>3. Collaborate<\/h3>\n\n\n\n<p>It&#8217;s not possible to confine data-driven marketing to solely the marketing department. For data-driven marketing to work well, it&#8217;s critical that the marketing department works across the organization, sharing information with other teams and departments.&nbsp;&nbsp;<\/p>\n\n\n\n<h3>4. Observe<\/h3>\n\n\n\n<p>Data-driven marketing isn&#8217;t completely new, but it is constantly changing as new technology is being developed. Observe what other brands are doing, see what works and what doesn&#8217;t, and pay attention to where trends are headed.&nbsp;<\/p>\n\n\n\n<h3>5. Measure<\/h3>\n\n\n\n<p>Make sure to keep your KPIs up to date as your marketing goals change, and always watch that your data-driven marketing is meeting your goals. If it&#8217;s not, then it&#8217;s time to adjust your strategy.&nbsp;<\/p>\n\n\n\n<h3>6. Practice Well<\/h3>\n\n\n\n<p>Be certain that you are following best practices when it comes to data-driven marketing \u2014 we will discuss this point below.<\/p>\n\n\n\n<h2>The Challenges to Achieving Success in Data-Driven Marketing<\/h2>\n\n\n\n<p>There are also some important aspects to data-driven marketing that you should know about.&nbsp;<\/p>\n\n\n\n<h3>Best Practices<\/h3>\n\n\n\n<p>If you&#8217;re not employing best practices in your data-driven marketing approach, you actually risk making things worse.<\/p>\n\n\n\n<p>In order to achieve this, it&#8217;s critical that you are using the right data and have access to complete data. The questions you need to ask about your data include examining it for:<\/p>\n\n\n\n<ul><li>completeness;<\/li><li>accuracy;<\/li><li>timeliness;<\/li><li>relevance;<\/li><li>format.<\/li><\/ul>\n\n\n\n<p>Having access to the right data ensures that you properly&nbsp;<strong>know your audience<\/strong>. This is the main foundation on which data-driven marketing is based.<\/p>\n\n\n\n<p>It is also critical that you properly manage your data so as to make the most of it at all times. Finally, it&#8217;s important that you are compliant with any relevant laws. No one wants to find themselves in violation of the <a href=\"https:\/\/gdpr-info.eu\/\" rel=\"noreferrer noopener\" target=\"_blank\">GDPR<\/a>.<\/p>\n\n\n\n<p>By being transparent, providing high-value content, and using data correctly, you can succeed at data-driven marketing.<\/p>\n\n\n\n<p>A few other challenges to watch out for include:<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h4><a href=\"https:\/\/rockcontent.com\/blog\/data-silos\/\" target=\"_blank\" rel=\"noreferrer noopener\">Data Silos<\/a><\/h4>\n\n\n\n<p>The prerequisite for quality data-driven marketing is quality data. All too often we see a lack of cooperation amongst departments all separately trying to gather specific data and not being able to effectively share what they do have.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h4>Integration<\/h4>\n\n\n\n<p>If data-driven marketing is not fully integrated into the strategy, then it is unlikely that a marketing department will be able to get back the data that they need to achieve success.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h4>Becoming Invasive<\/h4>\n\n\n\n<p>While consumers definitely prefer a personalized experience, they don&#8217;t want things to become too much like &#8220;Big Brother.&#8221;<\/p>\n\n\n\n<p>Make certain that you are providing value for asking consumers to provide personal information, comply with all relevant laws, and remember that transparency can go a long way.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h4>It Isn&#8217;t Easy<\/h4>\n\n\n\n<p>While so many of us went into marketing for the many creative aspects of the job, using big data can seem overwhelming.<\/p>\n\n\n\n<p>There is still a place for a great deal of creativity, as long as the data usage is properly integrated, which admittedly can easily become complicated.<\/p>\n\n\n\n<p>Make certain to take the time to plan out your data-driven marketing strategy before implementing it and commit to it fully.&nbsp;<\/p>\n\n\n\n<h2>How Brands Are Using Data-Driven Marketing<\/h2>\n\n\n\n<p>In understanding how data-driven marketing really works, it&#8217;s important to take a look at some examples.<\/p>\n\n\n\n<p>Here are a few of the more successful campaigns we&#8217;ve seen utilizing data-driven marketing!<\/p>\n\n\n\n<h3>Olay at the Super Bowl<\/h3>\n\n\n\n<p>While Olay is one of the world&#8217;s largest skincare lines, for any company, taking out an ad for the Super Bowl is huge stakes.<\/p>\n\n\n\n<p>Plus, a skincare ad during the Super Bowl isn&#8217;t exactly an intuitive choice. But before taking this major risk, the company researched their data, taking a look at what other interests their audience had beyond skincare. By looking at YouTube and Google data, two themes emerged: football and horror movies.&nbsp;<\/p>\n\n\n\n<p>Thus was born the highly successful horror movie themed #olay ad starring Sarah Michelle Geller.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Sarah Michelle Gellar #Olay Commercial #SuperBowl (Full)\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/tBX7xKzwklA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3>DirecTV on the Move<\/h3>\n\n\n\n<p>In a way, cable television was one of the first industries to use data-driven marketing on a large scale, so leave it to satellite TV to come up with a great method of data-driven marketing.<\/p>\n\n\n\n<p>In analyzing their data, they found that one of the most fertile potential markets were people who had recently moved and had not yet signed up for a TV plan.<\/p>\n\n\n\n<p>In fact, they found that those who had recently moved&nbsp;were 20 percent more likely to consider a different option than those who had not.&nbsp;<\/p>\n\n\n\n<p>DirecTV was able to capitalize on this trend by creating a partnership with USPS, allowing them to target those who had recently moved. This is a great example of third-party data being used to drive data-driven marketing.<\/p>\n\n\n\n<p>While the USPS is one of the most reliable sources for third-party data, there are many other sources that have valuable information, some of which are dependent on the industry.&nbsp;<\/p>\n\n\n\n<h3>Abreva Goes Younger<\/h3>\n\n\n\n<p>The cold sore medication Abreva realized they needed to reach a younger audience.<\/p>\n\n\n\n<p>Previously, much of their marketing efforts were aimed at a 35+ audience, whom they reached through television. However, they found that most people get their first cold sores while a teenager, making this a prime demographic.<\/p>\n\n\n\n<p>However, cold sores are a tricky topic, especially for teens. Abreva solved this hurdle by creating 119 different ads to show on YouTube to targeted individuals based on what they watched, so there was a specific ad for teens watching a make-up tutorial as opposed to teens watching celebrity gossip videos.<\/p>\n\n\n\n<p>This ensured that the ads were geared toward the viewers&#8217; interests. It also saw a 342 percent increase in search interest and a 41 percent increase in ad conversion.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img width=\"460\" height=\"259\" src=\"https:\/\/rockcontent.com\/wp-content\/uploads\/2021\/02\/BlackDismalJackrabbit-size_restricted.gif\" alt=\"\" class=\"wp-image-65486\" \/><\/figure><\/div>\n\n\n\n<h2>What Are the Main Data-Driven Marketing Tools?<\/h2>\n\n\n\n<h3>Buzzsumo<\/h3>\n\n\n\n<p>This paid tool helps you track your own digital performance while also giving you insight into competitors&#8217;.<\/p>\n\n\n\n<p><a href=\"https:\/\/buzzsumo.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Buzzsumo<\/a> is an ideal resource for researching keywords as well as finding trends to help you optimize your own content strategy. The tool lets you track competitors, offering a better understanding of how you stack up.&nbsp;<\/p>\n\n\n\n<h3>Hubspot<\/h3>\n\n\n\n<p>Offering both a free and paid version, <a href=\"https:\/\/www.hubspot.com\/\" rel=\"noreferrer noopener\" target=\"_blank\">Hubspot<\/a>, along with Marketo and Pardot, creates an elegant solution for marketing automation. This allows you to do more with the data than ever before.&nbsp;<\/p>\n\n\n\n<h3>Google Analytics<\/h3>\n\n\n\n<p><a href=\"https:\/\/analytics.google.com\/analytics\/web\/\" rel=\"noreferrer noopener\" target=\"_blank\">Analytics<\/a> is a free service that provides an in-depth look at your customers&#8217; interactions with your site, from how they got there to what actions they take while there.&nbsp;<\/p>\n\n\n\n<h3>Salesforce or Oracle<\/h3>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/\" rel=\"noreferrer noopener\" target=\"_blank\">Salesforce<\/a> and <a href=\"https:\/\/www.oracle.com\/index.html\" rel=\"noreferrer noopener\" target=\"_blank\">Oracle<\/a> are great options for a CRM, this allows you to create a fully-formed customer database.&nbsp;<\/p>\n\n\n\n<p>Data-driven marketing is the future of marketing, having fundamentally changed the way we digitally market. It&#8217;s time to make certain that your brand is taking full advantage of this innovative technique.&nbsp;<\/p>\n\n\n\n<p>If you want to learn more about the theme, <a href=\"https:\/\/resources.rockcontent.com\/rock-content-magazine-4\" rel=\"noreferrer noopener\" target=\"_blank\">download now the 4th issue of Rock Content Magazine, on the data-driven pillars<\/a>!<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><a href=\"https:\/\/resources.rockcontent.com\/rock-content-magazine-4?utm_source=rockcontent-blog&amp;utm_medium=referral\" target=\"_blank\" rel=\"noreferrer noopener\"><img src=\"https:\/\/s3.amazonaws.com\/scribblelive-com-prod\/wp-content\/uploads\/2020\/08\/Rock-Content-Magazine-4-Data-driven-marketing.png\" alt=\"Rock Content Magazine 4th Issue - Promotional Banner\" class=\"wp-image-13563\"><\/a><\/figure><\/div>\n","protected":false},"excerpt":{"rendered":"<p>In the world of Digital Marketing, one of the most important methods to have emerged over the last decade is data-driven marketing. This strategy allows brands to reach a target audience on a level that was unheard of before the internet changed the way in which we collect and process data.&nbsp; No doubt you&#8217;ve heard [&hellip;]<\/p>\n","protected":false},"author":818,"featured_media":65487,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[38],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Ultimate Guide on Data-Driven Marketing<\/title>\n<meta name=\"description\" content=\"Heard of data-driven marketing? It&#039;s an integral part of a successful brand strategy. Find out how to incorporate it into your marketing strategy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rockcontent.com\/blog\/data-driven-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Ultimate Guide on Data-Driven Marketing\" \/>\n<meta property=\"og:description\" content=\"Heard of data-driven marketing? It&#039;s an integral part of a successful brand strategy. 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